For Versace Fall 2016 Fashion Film the house chose the windy city of Chicago to bring some freshness into the brand. The film is shot by well known director-photographer Bruce Weber.
Versace Fall 2016 Fashion film entitled “Chicago is my Beat,” top models Gigi Hadid and Karlie Kloss are paired along side with dancers and other natives in the streets of Chicago. Versace chose to create a world where there are diverse families as children twirl around, model couples are holding hands, and warm hugs abound. This film is quite different from Versace‘s previous fashion films.
Versace is popular with its creative designs and colourful patterns. However the film is shot in black and white where you can focus on the patterns, not colours. This is also brave step for Versace house. An uplifting music choice, performed by Keith Milkie, adds a synchronized harmony molding the film together.
Versace is focused on families where as in last two season Dolce and Gabbana as a brand was focusing on families. High fashion itself is a niche and Versace is a niche of a niche. As you watch the film, the label in real settings seem to be for everyone. Donatella and company is really brave. And from my point of view, they have humanised the brand.
Versace Fall 2016 Ad Campaign is very different from fashion film. Its colourful and very sexy. There is no trace of family. A new wind is blowing in Versace’s direction and Change Is In The Air.
Video credited by Versace.